This document discusses various methods for collecting data in research. It describes primary and secondary data, with primary data collected directly by the researcher and secondary data collected previously. Methods for primary data collection include observation, interviews using questionnaires or in-person, and other methods like surveys. Observation involves directly observing behaviors without questions while interviews are verbal exchanges. Questionnaires are surveys distributed for self-completion. The document also reviews collecting secondary data from published sources and ensuring its reliability, suitability, and adequacy for the research purpose. It concludes that researchers should judiciously select collection methods based on the study nature, funds, time, and required precision.

1. Research Methodology
Wondwossen Bogale (PhD)
Associate Professor, AAiT, AAU
wondwossenboge@gmail.com
Chapter 4 : Data Collection

2. 1. METHODS OF DATA COLLECTION
• Data collection is simply how information is
gathered
• The task of data collection begins after a research
problem has been defined and research
design/plan chalked out.
• While deciding about the method of data collection
to be used for the study, the researcher should
keep in mind two types of data viz., primary and
secondary. The primary data are those which are
collected afresh and for the first time, and thus
happens to be original in character.
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3. 1. METHODS OF DATA COLLECTION
• The data which is collected from the field under
the control and supervision of an investigator.
• The secondary data, on the other hand, are those
which have already been collected by someone
else and which have already been passed
through the statistical process. It involves less
cost, time and effort. For example : data from
book
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4. 1. METHODS OF DATA COLLECTION
Advantages of using Primary data
• The investigator collects data specific to the
problem under study.
• There is no doubt about the quality of the data
collected (for the investigator).
Disadvantages of using Primary data
1. The investigator has to contend with all the
hassles of data
collection
• Deciding why, what, how, when to collect
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5. 1. METHODS OF DATA COLLECTION
• Getting the data collected (personally or through
others)
• Getting funding and dealing with funding
agencies
• Ethical considerations (consent, permissions,
etc.)
2. Ensuring the data collected is of a high
standard
3. Cost of obtaining the data is often the major
expense in studies
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6. 1. METHODS OF DATA COLLECTION
Advantages of using Secondary data
• No hassles of data collection
• It is less expensive
• The investigator is not personally responsible
for the quality of data (“I didn’t do it”)
Disadvantages of using Secondary data
• The investigator cannot decide what is to be
collected
• One can only hope that the data is of good quality
• Obtaining additional data is not possible
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7. 4.1. COLLECTION OF PRIMARY DATA
• There are several methods of collecting primary
data : Important ones are:
(i) Observation method
(ii) Interview method
(iii) Through questionnaires, and
(iv) Other methods which include :Warranty cards
,Distributor audits, Consumer panels, Using
mechanical devices and Depth interviews, etc.
• We will discuss briefly each method separately
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8. 4.2. OBSERVATION METHOD
• The observation method is the most commonly used
method specially in studies relating to behavioral
sciences.
• In a way we all observe things around us, but this
sort of observation is not scientific observation.
• Observation becomes a scientific tool and the
method of data collection for the researcher, when
it serves a formulated research purpose is
systematically planned and recorded and is
subjected to checks and controls on validity and
reliability.
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9. 4.1. COLLECTION OF PRIMARY DATA
• Under the observation method, the information is
sought by way of investigator’s own direct
observation without asking from the respondent.
For instance, in a study relating to consumer
behavior, the investigator instead of asking the
brand of wrist watch used by the respondent, may
himself look at the watch.
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10. 4.2. OBSERVATION METHOD
Observation as a method of data collection has
certain characteristics.
1. It is both a physical and a mental activity. The
observation eye ‘catches’ many things which are
sighted, but attention is focussed on data that
are relevant to the given study.
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11. 4.2. OBSERVATION METHOD
1. Observation is selective. A researcher does not
observe anything and everything, but select the
range of things to be observed on the basis of the
nature, scope and objectives of his study.
2. Observation is purposive and not casual. It is
made for the specific purpose of nothing things
relevant to the study.
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12. 4.2. OBSERVATION METHOD
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Observe verbal &
non-verbal communication,
surrounding atmosphere,
culture & situation
Observations
Need to keep
precise records of
the observations
Can be done through
observations of experiments, habits, rituals,
And review of documentation

13. 4.2. OBSERVATION METHOD
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Determine what needs to be observed
(Plan, prepare checklist, how to record data)
Select your participants
Random/Selected
Conduct the observation
(venue, duration, recording materials )
Analyze and interpret data collected
Compile data collected
Steps To An Effective Observation

14. 4.3. INTERVIEW METHOD
• The interview method of collecting data involves
presentation of oral-verbal stimuli and reply in
terms of oral-verbal responses.
• This method can be used through personal
interviews and, if possible, through telephone
interviews.
(a)Personal interviews: Personal interview method
requires a person known as the interviewer asking
questions generally in a face-to-face contact to
the other person or persons.
(b) Telephone interviews
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15. 4.3. INTERVIEW METHOD
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Effective way
of gathering
information
INTERVIEW
Involves verbal
and non-verbal
communications
Can be conducted
face to face, by telephone,
online or through mail

16. 4.3. INTERVIEW METHOD
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Conduct the interview
Analyze and interpret data collected
Prepare your survey questions
(Choose types of questions and write instructions)
Select your respondents/sampling
Random/Selected
Steps To An Effective Interview

17. 4.3. INTERVIEW METHOD
Prerequisites for successful interview
Preparation
• It is necessary for the researcher to prepare
before the actual interview.
• Once the interview is conducted the researcher
needs to make sure that the respondents have :
– A clear idea of why they have been approached
– Basic information about the purpose of the
interview and the research project of which it is
a part
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18. 4.3. INTERVIEW METHOD
– Some idea of the probable length of the
interview and that you would like to record it
– A clear idea of precisely where and when the
interview will take place .
Expertise
• The researcher ought to have the following skills
and abilities for the effective interview : An ability
to be non-judgmental; An ability to listen ; A good
memory; Ability to think on his/her feet ; Sense of
humor
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19. 4.4. COLLECTION OF DATA THROUGH
QUESTIONNAIRES
• This method of data collection is quite popular
• It is being adopted by individuals, researchers,
private and public organizations and even by
governments.
• A questionnaire is sent (by post or mail)
• A questionnaire consists of a number of questions
• The questionnaire is mailed to respondents who are
expected to read and understand the questions.
• The respondents have to answer the questions
on their own.
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20. 4.4. COLLECTION OF DATA THROUGH
QUESTIONNAIRES
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The most common
data collection instrument
Survey
Questionnaire
Useful to collect
quantitative and qualitative
information
Should contain 3 elements:
1. Introduction – to explain the objectives
2. Instructions – must be clear, simple language & short
3. User-friendly – avoid difficult or ambiguous questions

21. 4.4. COLLECTION OF DATA THROUGH
QUESTIONNAIRES
• The method of collecting data by mailing the
questionnaires to respondents is most
extensively employed.
• The benefits of using this methods are as follows:
1. There is low cost even when the universe is large
and is widely spread geographically.
2. It is free from the bias of the interviewer
3. Respondents have adequate time
4. Respondents can be reached conveniently.
5. Large samples can be collected
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22. 4.5. SOME OTHER METHODS OF DATA
COLLECTION
• Let us consider some other methods of data
collection, particularly used by big business houses
in modern times.
1. Warranty cards
Warranty cards are usually postal sized cards which
are used by dealers of consumer durables to collect
information regarding their products
2. Store audits or records
3. Consumer panels
4. Use of mechanical devices
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23. 4.6. COLLECTION OF SECONDARY DATA
• Secondary data means data that are already
available i.e., they refer to the data which have
already been collected and analyzed by someone
else.
• When the researcher utilizes secondary data, then
he has to look into various sources from where he
can obtain them.
• In this case he is certainly not confronted with the
problems that are usually associated with the
collection of original data.
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24. 4.6. COLLECTION OF SECONDARY DATA
• Secondary data may either be published data or
unpublished data. Usually published data are
available in:
(a) Various publications of the central, state are
local governments;
(b)Various publications of foreign governments or of
international bodies and their subsidiary
organizations
(c)Technical and trade journals
(d)Books, magazines and newspapers
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25. 4.6. COLLECTION OF SECONDARY DATA
(b)Reports and publications of various associations
connected with business and industry, banks,
stock exchanges, etc.
(c)Reports prepared by research scholars,
universities, economists, etc. in different fields;
(d)Public records and statistics, historical
documents, and other sources of published
information.
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26. 4.6. COLLECTION OF SECONDARY DATA
• By way of caution, the researcher, before using
secondary data, must see that they possess
following characteristics:
1. Reliability of data: The reliability can be
tested by finding out such things about the said
data:
(a)Who collected the data?
(b)What were the sources of data?
(c) Were they collected by using proper methods
(d)At what time were they collected?
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27. 4.6. COLLECTION OF SECONDARY DATA
(a)Was there any bias of the compiler?
(b)What level of accuracy was desired? Was it
achieved ?
2. Suitability of data: The data that are suitable for
one enquiry may not necessarily be found suitable in
another enquiry. Hence, if the available data are
found to be unsuitable, they should not be used by
the researcher.
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28. 4.6. COLLECTION OF SECONDARY DATA
3. Adequacy of data: If the level of accuracy
achieved in data is found inadequate for the purpose
of the present enquiry, they will be considered as
inadequate and should not be used by the
researcher.
• The data will also be considered inadequate, if
they are related to an area which may be either
narrower or wider than the area of the present
enquiry.
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29. 4.6. COLLECTION OF SECONDARY DATA
Selection of Appropriate Method for Data Collection
Thus, there are various methods of data collection.
As such the researcher must judiciously select the
method/methods for his own study, keeping in view
the following factors:
1. Nature, scope and object of enquiry
2. Availability of funds
3. Time factor
4. Precision required
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30. End of Module 4